Traditional methods of establishing expertise, such as writing extensive how-to guides or step-by-step tutorials, no longer hold the same weight they once did in today’s digital-focused world. With the overwhelming amount of information available online, the challenge for aspiring experts is to rise above the noise and position themselves as trusted experts in their niche.
This blog will guide you through a strategic approach to using content to achieve just that—transitioning from a relative newbie to a recognized expert in your field.
Skip ahead:
- It’s harder to become a recognized expert these days
- The importance of focusing your content
- Creating a minimum viable content plan
- Overcoming common obstacles on the path to expertise
It’s harder to become a recognized expert these days
In the past, becoming an expert was often synonymous with producing long-form content filled with detailed instructions, comprehensive guides, and exhaustive how-to articles. These were the gold standard for establishing credibility and authority in any given field.
However, the landscape has dramatically shifted with the advent of AI and content mills, making information more accessible than ever before. This shift has led to an oversaturation of content, where the novelty of detailed guides has worn off, and audiences are no longer impressed by mere information.
Expert Meera Kothand, author of 7 Amazon Best-Sellers and recent speaker at Thinkific’s Creator Week states:
“There’s just so much noise that’s out there Today, being an expert, it’s not enough just to kind of create your tutorials and your how-tos because you’re going to be competing with so many others, competing with technology, competing with other creators as well.”
In essence, what once set experts apart—detailed, informative content—is now easy to mass produce. The challenge now lies in offering something unique and valuable that goes beyond just information.
The importance of focusing your content
One of the most significant mistakes new creators make is trying to cover too many topics at once. While it might seem advantageous to cast a wide net and appeal to a broad audience, this approach often leads to diluted messaging and a lack of clear identity. It is far more effective to focus on one to three specific topics that align with your expertise and passion. By narrowing your focus, you create a strong, recognizable brand that your audience can easily identify with.
Meera offers this advice:
“The mistake a lot of people make, especially new creators that I work with, is that they try to do too much. They try to talk about too many topics at the beginning. It is easier to talk about one topic, be known for that before moving on to talk about other topics.”
By concentrating on a few key areas, you build a reputation as an expert in those specific fields, making it easier for your audience to trust you and turn to you for insights and advice.
So how do you decide on your unique position?
To carve out your niche and become an expert in your field, start by asking yourself what you want to be known for. What topics do you feel most passionate about? What unique insights or perspectives can you offer that others in your field might not? It’s crucial to align these answers with the needs and pain points of your target audience.
Once you’ve identified your focus, consider how you can differentiate yourself from others in your niche. What gaps exist in the current content landscape? What questions are people asking that aren’t being adequately addressed? By filling these gaps and offering a fresh perspective, you’ll be able to carve out your own space and establish yourself as a leader in your field.
Read more: How to Find Your Niche in 4 Simple Steps
Creating a minimum viable content plan
Before diving into content creation, it’s essential to understand why you’re creating content in the first place. Content is not just something you produce because everyone says you should. It’s a tool to guide your audience through their journey—from becoming aware of their problem to recognizing your solution as the best fit.
This journey, often referred to as the customer journey or buyer’s journey, is the process that your ideal customers go through as they move from awareness to decision-making. Your content should be strategically designed to support them at each stage of this journey.
For example, at the awareness stage, your content might focus on educating your audience about the problem. As they move into the consideration stage, your content could compare different solutions, and by the time they reach the decision stage, your content should be positioning your offering as the best choice.
Read more: How to Create a Marketing Funnel
Meera explains:
“So you are pretty much taking your customer through this journey, and how you do that is with your content. You want to create content that interests your right-fit customer or client through this journey so that you empower them and you give them the information to make a decision.”
Steps to build your content plan
Building a content plan that aligns with your business goals involves several key steps:
Define your core topic
Based on your niche, select one to three core topics that you want to be known for. These topics should be broad enough to allow for diverse content but focused enough to establish your authority.
Identify content types
Determine the types of content that will resonate most with your audience. This could include blog posts, videos, podcasts, social media posts, or email newsletters. Remember, each piece of content should serve a purpose in moving your audience through the customer journey.
Create a content calendar
Plan your content in advance by creating a content calendar. This helps ensure consistency and allows you to strategically distribute your content across different platforms.
Test and refine
Start by testing different content ideas on platforms you’re comfortable with. Pay attention to what resonates with your audience and refine your content strategy based on their feedback.
Develop cornerstone content
Once you’ve identified content that resonates, develop it into more substantial pieces, such as in-depth blog posts, videos, or podcasts. This cornerstone content can then be repurposed into smaller, bite-sized pieces for social media or email campaigns.
Overcoming common obstacles on the path to expertise
Navigating imposter syndrome
One of the biggest challenges many new creators face when learning how to become an expert in their field is imposter syndrome—the feeling that you’re not qualified or experienced enough to be considered an expert. This can be especially daunting when you’re just starting out. However, it’s important to remember that everyone starts somewhere, and your unique experiences and perspectives are valuable.
To overcome imposter syndrome, focus on your journey and the progress you’ve made. Embrace the fact that you’re continuously learning and evolving. Share your experiences, both successes and failures, with your audience. This not only humanizes you but also builds trust with your audience, as they see you as someone who understands their struggles.
Read more: How to Overcome Imposter Syndrome
Avoiding content creation pitfalls
There are two common mistakes that creators often make when producing content.
- Creating content that doesn’t actually move the audience down the customer journey. This often happens when content is produced for the sake of producing content, without a clear strategy or purpose.
- Failing to address the misconceptions and false beliefs that your audience may have. If your content doesn’t challenge these beliefs, your audience may never progress beyond their current understanding, which can hinder their journey toward working with you.
To avoid these pitfalls, ensure that every piece of content you create is intentional and aligned with your audience’s needs and journey. Address their misconceptions directly, and provide content that challenges their current thinking and encourages them to see things differently.
Your journey to becoming an expert starts now
The path to learning how to become an expert in your field is not a short or easy one, but with the right content strategy, it’s certainly achievable. By understanding the shift in what it means to be an expert today, carving out your niche, creating a strategic content plan, and overcoming common obstacles, you can position yourself as the go-to authority in your field.
Remember, content is not just about sharing information; it’s about leading thought, challenging the status quo, and offering your audience something they can’t find anywhere else. So, take the first step today—define your niche, create your content plan, and start sharing your unique perspective with the world.
